Let’s talk about external triggers today. Last time I explained how successful companies leverage the power of internal triggers.
Once you build your product or service, you want users to try it, right?.
The real difficulty is standing out when the whole market is overcrowded. It is unlikely that you will find the niche without competition. There will always be another company serving your prospective audience.
Here comes the power of understanding the external triggers!
Now first understand what external triggers are? When users are unaware of your product/service, you use these triggers to move users to complete desired actions.
The desired action can vary based on your product/service requirements.
In general, you may want, users to
- Visit your website
- signup for your service
- install app
Advertising, search engine marketing, and other paid channels are mostly used as paid triggers.
Using these triggers is a costly way to keep the user coming back to your product.
These triggers might be right for user acquisition, but it can not be considered as long term strategy for user acquisition.
Just think for the moment, if YouTube, Facebook were to rely on these triggers – these companies would soon go broke.
In short, these triggers are right for short term goal achievement but not sustainable for the long term.
The upside of relying on these triggers is these triggers don’t require spending a lot of money! But the downside is, you need to spend a hell lot of time on media and public relations.
- favorable press mentions
- hot viral videos
- featured app store placements
These are the kind of triggers when satisfied user refers the product to their friends/relatives etc.
Prerequisite for this kind of trigger is a stunning product or service, which makes the user feel that he/she is using the best product/service in the category.
If this is a case, then they can go ahead promote the product/service.
Catch here is, don’t just expect users to share your product/service, but create any offer which triggers them to share it with thier circle.
Just like many fintech apps giving offers for referrals. This leads to a higher user acquisition rate.
Did you observe many times when you get notification from Facebook, instagram, and then you visit the app and end up spending considerable time there?
Owned triggers consume a piece of real estate in the user’s environment.
These types of triggers are called owned triggers!
It’s when companies become successful in earning mobile real estate.
It’s like when you download the app. Then the app has the leverage to send you a notification, which then prompts your user the product?
So, which triggers are the best fit for your product/service?